6 th international health tourism congress health tourism within turkey's 2023 vision: world...
TRANSCRIPT
6th International Health Tourism Congress
Health Tourism within Turkey's 2023 Vision: World
Trends and Turkey
Cristina Cardona, MBAExecutive Global Program Manager
Medical Tourism Association
Medical Tourism AssociationThe Global Voice in the Medical Tourism
Industry15 Regional Offices 300 Members 100
countries
Strengths• Leading country in the health sector• Qualified human resources, and health infrastructure and technology• Attractive Tourism Offer• Service Sector: good position• Experienced in Health Tourism• Affordable costs and short waiting times• Legal Regulations and State Support
Weaknesses• Too Focused on production, neglects Marketing• Very few org in both public and private sectors• Weak cooperation-corporation culture• Lack of clear national strategy for management of Health
Tourism• Lack of attention to the importance of sharing data and
information with Ministry of Health
Results SWOT Analysis(source Evaluation Report on Medical Tourism in Turkey, Ministry of Health 2012)
Results SWOT Analysis(source Evaluation Report on Medical Tourism in Turkey, Ministry of Health 2012)
Opportunities• Medical Tourism Demand is increasing• Easy to obtain information on options worldwide• Turkey’s strength is increasing internationally• Ministry of Economic Affairs, Health and Tourism support• Geo and socio-political position
Threats• Political instability of neighboring countries• Growing Demand for doctors in western countries• State Interventions. Lacking Service Standards in Health Tourism• Lacking domestically, institutions for accreditation on the basis
on international standards
Factor ConditionsHighly specialized resources
• Well educated and well qualified physicians and other health staff • Accreditation of healthcare organizations by international standardization organizations
Opportunity for Turkey:1. Healthcare Industry: Continuous Quality Improvement (CQI) 2. Hospitality Industry –Investment in Training and Development Programs
Provider Priority Areas MTA Solutions
Industry Knowledge• Global Physician Exchange Network• MTA Membership
Best Practices
• Certification Programs International Patient Services Clinical Service/COE Patient Experience & Patient Engagement Patient Grievances & Complaints
CQI • CQI Training & Program Development• Strategic CQI Planning• International Standards Assessment & Training
Program Development Tools
• Policy & Protocol Development• Auditing & Performance Monitoring Tools• Job Descriptions• Technology Integration
Operational & Performance Evaluation
• Data Measurement & Analysis Training• Workflow Optimization Analysis
1. FOCUS ON CQI
Consumer PerspectiveResults 2013 Medical Tourism Survey
Report conducted by George Washington University School of
Business in collaboration with MTA
Number of Nights Medical Tourists Stay?
Source: 2013 Medical Tourism Survey Report by George Washington University School of Business in collaboration with the MTA
No nights
Two nights
Three nights
Five to ten nights
11 to 20 nights
21 nights or more
0% 5% 10% 15% 20% 25% 30% 35%
8%
15%
8%
8%
31%
31%
• $3,500 - $10,000 medical services• $7,500 - $16,000 total revenue• $4,000 - $6,000 tourism and hospitalityA medical tourist spends on average 5-10 more than a regular tourism
How big is the industry? How much does a medical tourism generate?
Source: 2013 Medical Tourism Survey Report by George Washington University School of Business in collaboration with the MTA
Training & DevelopmentHotel & Hospitality Industry
• Staff Training for Medical Concierge Program• Culturally & Linguistically Competent Staff• Customized Dietary Accommodations• Special Arrangements for Post Op Patients –
Laundry, Handicap , Wheel Chair Accessible Facility
• Medical Attention on-site/on-call
Related & Supporting IndustriesThe presence of supporting industries is of critical importance to the growth of the medical tourism industry.
A critical concept here is that national competitive strengths tend to be associated with "clusters" of industries.
Opportunity for Turkey:• Stronger medical tourism clusters which unite all stakeholders in the industry
Clusters In Medical Tourism
A Medical Tourism Cluster can achieve significant results by:
• Developing Common Goals• Developing a National & International
Structure• Developing Quality Practices• Developing a Regional and National Brand• Setting benchmarks for the rest of the
country
Medical Cluster
Medical Facilities
Hospitals
Specialty Clinics
Cosmetic & Dental
Tourism Providers
Hotels & Hotel Assn.
Restaurants
Tour Operators
Travel Providers
Professional Associations
Medical Equipment
Insurance providers
Universities
Department of Health of Area or Ministry of Health
Destination Marketing Org. of Area or Ministry of Tourism
• Educational workshops for providers
• Certification Programs• Familiarization tours for
facilitators• International
conferences for leadership image & buyers
Ref: Dan Cormany
Benefits of Cluster BusinessesIncreases Productivity
Increases budget availability through local, national and/or international sources
Allows to unite resources, technology, skills, information, knowledge to develop a unified marketing strategy increasing marketing effectiveness in selected target markets
Increases and improves quality standards through training and certification programs
Improves brand awareness on an international level with increased visibility
Provide the primary driver of growth, innovation and quality improvement. It requires paying attention to the quantity and quality of the demand.
Opportunity for Turkey:• Take on Leadership Role • Develop Value Proposition• Continuous and consistent marketing & communication strategy
Demand Conditions
Strategy, Structure and RivalryCompetition plays a big role in driving innovation and increasing competitive advance
Define strategy based on Value Proposition
Opportunities for Turkey:• Work with strategic partners• Leverage Internet Presence and Social Media
Reach
U.S. Employers & Insurers Insurance companies have
implemented medical tourism or “pilot” programs in medical tourism Aetna, Blue Cross Blue Shield, WellPoint, Swiss Re and others.
Self funded employers have implemented medical tourism such as HSM, Blue Lake Casino and others.
Medical Tourism represents an innovative way to reduce healthcare costs while maintaining high quality of healthcare
Referring PhysiciansOpportunity to Increase International Patients
Collaboration with physicians and hospitals from around the world in the area of training, clinical development, patient safety and quality, and the refering of patients
The desirable traits of a “good” medical tourism doctor/surgeon• Supported by a comprehensive clinical team at his/her hospital/surgical center• Has a professional relationship with international colleagues, including referring
physicians• Has an open and transparent system for sharing operative reports, discharge
orders, labs and diagnostic studies• Has well established policies for managing postop complications and
readmissions• Someone that goes beyond good marketing to ensure low perioperative risk
and ‘best’ outcomes• Advanced medical training through a reputable university• Residency and fellowship through a recognized hospital system• Affiliated with a highly regarded hospital system• History of low risk, low complications, best outcomes and high volume of
surgery
.
How can the Medical Tourism Association help Turkey gain a competitive advantage?
Quality Improvement through CQI Solutions
Program Development in Healthcare and Hospitality
Marketing Strategy & Connections with key partners
Evaluation and Performance Measurement Tools
SUSTAINABLE MEDICAL TOURISM PRESENCE
BUILDING A SUSTAINABLE MEDICAL TOURISM PROGRAM
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Thank you!Cristina Cardona, MBA
Executive Global Program ManagerMedical Tourism Association